East of the River (Warner Bros. Pressbook, 1940)

GEORGE TOBIAS - WM. LUNDIGAN
A WARNER BROS..-First National Picture

Directed by Alfred E. Green
Screen Play by Fred Niblo, Jr.
From the Original Story by John Fante and Ross B. Wills

Jory AND ] AURIE
WERE GWEETHEARTS!

oe

'
# %
: :
En

ill one fine day,
something happened!
Something that can happen
to any guy and his girl
...in that strange jungle-like
part of New York
that’s East of the River!

A WARNER BROS.-

FIRST NATIONAL PICTURE

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THIS AD ALSO AVAILABLE IN 2-COLUMN SIZE
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Country of origin U. S. A. Copyright 1940 Vitagraph, Inc. All rights reserved. Copyright is waived to magazines and newspapers.

gets what's coming
to him!

Sh

BRENDA

MARSHALL

And not bad, either!

MARJORIE

RAMBEAU

as Sweetheart No. 2

GEORGE TOBIAS * WM. LUNDIGAN
A WARNER BROS.-First National Picture
Directed by Alfred E. Green

Screen Play by Fred Niblo, Jr.
From the Original Story by John Fante and Ross B. Wills

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714 inehes (103 lines)—L5e

Screen Play by Fred Niblo, Jr.

From the Original Story by John Fante and Ross B. Wills

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Vy. GEORGE TOBIAS

WM. LUNDIGAN Directed by Alfred E. Green
A WA R N E R BRO Ss. WwW Screen Play by Fred Niblo, Jr. * From the

FIRST NATIONAL PICTURE Original Story by John Fante and Ross B. Wills

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RSHALL

And not bad, either!

GEORGE TOBIAS * WILLIAM LUNDIGAN © Directed by

Alfred E. Green» A WARNER BROS.-First Nat'l Picture
Screen Play by Fred Niblo, Jr.
From the Original Story by John Fente and Ross B. Wills

z

he BU

a
3% inches (45 lines)—1I5e

GEORGE TOBIAS + WILLIAM LUNDIGAN - A WARNER BROS.- Mancrino:\First National Picture
Directed by Alfred E. Green « From the Original Story by John Fante and Ross B; Wills WY. soe Play by Fred Niblo, Jr.

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“cc ° .
Oe of mine is Laurie who knows
all the answers and the questions! A little

tough, maybe, but she has to be
»».East of the River!”

But the other’s really my sweetheart
.--and everyone else’s too! That is, every-
one who’s in a jam!

And that’s everyone...East of the River!

of

Screen Play by Fred Niblo, Jr. - From the
Original Story by John Fante and Ross B. Wills

VY
A WARNER BROS.-

First National Picture

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“WE KNOW ALL

THE RIGHT PEOPLE
IN THE WRONG PART BRENDA

a ARSHA

MARJORIE

GEORGE TOBIAS ° WILLIAM LUNDIGAN
A WARNER BROS.-First National Picture
Directed by ALFRED E, GREEN
Screen Play by Fred Niblo, Jr. * From the
Original Story by John Fante ond Ross B, Wills

GEORGE TOBIAS » WILLIAM LUNDIGAN
A WARNER BROS.-First National Picture

Directed by ALFRED E. GREEN

Sereen Play by Fred Niblo, Jr. * * From the
Original Story by John Fante and Ross B. Wills

GEORGE TOBIAS Cher

WM. LUNDIGAN F Directed by Alfred E. Green

A WARNER BROS. AUB) screen Piay by Fred Niblo, Jr. * From the
FIRST NATIONAL PICTURE ‘“WYW/ Original Story by John Fante and Ross 8. Wills

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434 inches (64 lines)—15e¢ 416 inches (63 lines)—15e
) Mat 203—5 inches x 2 columns (138 lines) —30¢e

3

Two Ads on
One Mat

That strange part
of New York
that strangers

don’t see!

THEY MADE JUST
ONE MISTAKE...

pelt In

They

GEORGE TOBIAS + WILLIAM LUNDIGAN © Directed by
Alfred E. Green» A WARNER BROS.-First Nat'l Picture

Screen Play by Fred Niblo, Jr.
From the Original Story by John Fante and Ross B, Wills

GEORGE TOBIAS - WM. LUNDIGAN

A WARNER BROS.-First National Picture « >
Screen Play by Fred Niblo, Jr. + From the Original Story by John Fante and Ross B. Wills

AU
Directed by Alfred E. Green uaa
i

Ly

MARSHALL |

MARJORIE

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GEORGE TOBIAS * WM. LUNDIGAN
A WARNER BROS.-First National Picture
Directed by Alfred E. Green

Screen Play by Fred Niblo, Jr. * From the
Original Story by John Fante and Ross B. Wills

GARFIELD

GEORGE TOBIAS * WILLIAM LUNDIGAN ° Directed by BRENDA 7 & Mat 108—1 5e

Alfred E. Green» A WARNER BROS.-First Nat'l Picture
Screen Play by Fred Niblo, Jr. MARSHALL
From the Original Story by John Fante end Ross B. Wills : man ionia

RAMBEAU

GEORGE TOBIAS +» WILLIAM LUNDIGAN + A WARNER BROS.- First National Picture
Directed by Alfred E, Green * From the Original Story by John Fante and Ross B. Wills Screen Ploy by Fred Niblo, Je.

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31% inches (76 lines)—15e

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WARNER BROS.
TRAILER

Official Billing

WARNER BROS. 40%

Selected Vitaphone Shorts

ELSA MAXWELL BLUE RIBBON COMEDY offers
"Riding Into Society," a fast moving comedy with a cast
featuring Lionel Pape, Mary Forbes and Billy Bevan.
6101—Elsa Maxwell Blue Ribbon Comedy—1I9 minutes.

MERRY MELODIES swings to a "Malibu Beach Party,"
attended by movie stars in caricature and packed with
laughs. 670!—Merrie Melodies—7 minutes.

SPORTS PARADE "Football Highlights" shows how
Knute Rockne himself coached his teams to victory. I+
graphically describes modern football technique, and is
timely for the football season. We know this short scores
big, because we've seen the audience reaction. 630/—
Sports Parade—I0 minutes.

MELODY MASTER features Matty Malneck and his mar-
velous music in something unusual in band shorts, rhythm
and movement. 6501—Melody Master—I0 minutes.

LOONEY TUNES flashes through "Calling Dr. Porky,"
with a bucketful of laughs when Dr. Porky prescribes for
a patient suffering from a bad case of "pink elephants
before the eyes." 660!1—Looney Tunes—7 minutes.

There Should Be a Patriotic Short On Every

Program ... Book Warners!

Pictures, Inc. Presents 5%

JOHN BRENDA MARJORIE

GARFIELD MARSHALL REERAL:
100 %

in

"EAST OF THE RIVER" 100%

with

GEORGE TOBIAS — WILLIAM LUNDIGAN
20%

Directed by ALFRED E. GREEN 15%

Screen Play by Fred Niblo, Jr. 3%

From the Original Story by John Fante and Ross B. Wills 2%

A Warner Bros.-First National Picture 5%

PUBLICITY LEAD STORIES « ADVANCE PRODUCTION FEATURES e SHORTS

Mat 201—30c

HOMESPUN DRAMA in Mama Raviola's restaurant is played by John Garfield,
Brenda Marshall, Marjorie Rambeau and George Tobias in Warners’ "East of
the River,"’ coming to the Strand Theatre Friday.

(Lead)

‘Kast of the River’’ Has
Good Cast and Gripping
Story—At Strand Friday

A moving drama of life in
New York’s lower East Side,
is Warner Bros.’ “East of the
River,” starring John Garfield,
Brenda Marshall and Marjorie
Rambeau, which opens at the
Strand Theatre next Friday.

The talented cast was particu-
larly well chosen for the drama’s
colorful roles. There’s John Gar-
field in the role of an East Side
tough. John well remembers his
own youth in just that neighbor-
hood. There’s Brenda Marshall,
young and lovely screen new-
comer in her fourth film. There’s
Marjorie Rambeau, whose years
of Broadway and _ Hollywood
have made her name stand for
the best in character acting.

Opening on the pushcart sec-
tion of New York, the story tells
of Mama Raviola, played by
Miss Rambeau, who works hard
in her restaurant to raise her
son Joie, Garfield’s role, and an
adopted boy, Nickie, portrayed
by William Lundigan.

Nickie graduates college with
respectability and _ scholastic
honors. Joie comes home for the
event as he gets out of San
Quentin with his girl friend,

Laurie, played by Brenda Mar-
shall, a girl made tough by a
series of bad breaks. The
warmth and homeliness Mama
gives her has a deep effect, and
the two develop a warm friend-
ship. F

When Joie gets into another
scrape and wants Laurie to go
away with him again, she re-
fuses, and he goes to Mexico
alone. She and Nickie fall in
love and at the engagement re-
ception, Joie shows up again. He
threatens to expose her past to
Mama and Nickie.

But Mama hears of it, goes on
a rampage and slaps some sense
into her son. Joie promises to
square things. He holds off the
mob out to get him until Nickie
and Laurie are safely married,
then starts a street riot, in
which the hoodlums are cap-
tured. All ends happily as Joie
pulls out with a mere 60 days
for disturbing the peace.

The talented supporting cast
includes George Tobias, Jack
La Rue, Moroni Olsen and Rus-
sell Hicks. Alfred Green directed
the Fred Niblo, Jr. screen play,
adapted from a John Fante and
Ross Wills original story.

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PRODUCTION .

laa aaeke. Ke Nee ot tes George Tobias
Ke phd aCe ee William Lundigan
Fst SRR eens Y teectsceevsseessee.Moroni Olsen
OO Sa te eo Douglas Fowley
mi! ys RG kh 5 oe ie ea Jack LaRue
Se ea ee eae peep es Jack Carr
SE ge eins GONG Sie i ty Paul Guilfcyle
RR Ee SE Se a Russell Hicks
Diy ES irk. tes TY aes Shere Charley Foy
Feo, 2s cupheipe mets euhter fi oe cee Ralph Volkie
Saree 2 ce tee ie As ey Ee Jimmy O'Gatty
RGR eens UO aT ae Robert Homans
ar Ti, Bec Siac ae aE aie Go Joe Conti
5 AOR ARE CES 22 O'Neill Nolan

Directed by ALFRED E. GREEN
Screen Play by Fred Niblo, Jr.; From the Original Story by John Fante and
Ross B. Wills; Associate Producer, Harlan Thompson; Director of Photography,
Sid Hickox, A.S.C.; Art Director, Hugh Reticker; Dialogue Director, Hugh
MacMullan; Film Editor, Thomas Pratt; Sound by Stanley Jones; Technical
Advisor, Marie Jenardi; Gowns by Howard Shoup; Makeup Artist, Perc
Westmore.

S T 0 R Y (Not for Publication) .« e« e

Mama Raviola (Marjorie Rambeau) is a voluble Italian restauranteur in New
York's Italian East Side sector, and she has her hands full rearing her son Joie
(John Garfield) and an adopted boy Nickie (William Lundigan). The boys
are raised on the streets through a maze of crap games, fruit filching and cop
baiting. At 25, Nickie graduates from engineering school and Joie is released
from San Quentin. His moll Laurie (Brenda Marshall) is hard, tough, but
faithful. The two head East for Nickie's graduation and are warmly welcomed
by Mama and the good-hearted head waiter Tony (George Tobias). Mama
accepts Laurie as Joie's fiancee and a strong affection grows between the two.
Then Joie gets into trouble with the "mob," so it's to the road again, this
time Mexico. Laurie refuses to go with him, says she's tired of rackets. Nickie
and she fall in love, and in the midst of their engagement party Joie returns.
He threatens to expose Laurie's past to Mama and Nickie if she doesn't return
to him. Mama hears of this, then slaps some sense into Joie, who promises to
square things. The mob shows up, but Joie holds them off until Laurie and
Nickie are married.

“East of the River”
To Show at Strand
Starting Friday

John Garfield is starred as
the tough guy who wants to
“live” without working in War-
ner Bros.’ “East of the River,”
which opens at the Strand Thea.
tre next Friday. The story of
New York’s tough neighbor-
hoods also features such promi-
nent players as Brenda Mar-
shall, Marjorie Rambeau, Wil-
liam Lundigan and _ George
Tobias.

The impelling drama revolves
around John Garfield, East Side
tough, and his foster brother,
an aesthetic boy in spite of his
environment, and Mama Ravio-
la, whose strong hand straight-
ens out the complications that
set in their lives.

The fast action of the drama
follows Garfield to California,
where he falls in love with Miss
Marshall—then to San Quentin
—then back to New York with
his girl. When Garfield gets into
another scrape, Brenda _ is
through with him and falls in
love with his foster brother,
Lundigan. This doesn’t set so
well with John who tries to split
them.

Mama steps in and in a dra-
matic scene slaps more sense
into the boy than his twenty-
odd years have given him. He
puts himself on the gangsters’
spot to stay in town to see Bren-
da and Bill married.

Star Couldn’t Get
Copy of Movie Dress

Pity the poor movie star who
can’t wear the clothes she likes,
even away from the studio.

This was the difficulty facing
Brenda Marshall now starring
in Warners’
“East of the
River,” open-
HO? ab the
Strand on Fri-
day, while the
picture was
being filmed.

In the pic-
ture she wears
a gray wool
jersey dress,
which she
liked so much
that she asked
to have it cop-
ied for her own personal use.
The production department gave
her an emphatic “No.”

The reason? Because Brenda
is a target for cameras wher-
ever she goes and the dress
might be copied by fashion boot-
leggers immediately. It would
no longer be a new style by the
time the picture was released!

Mat 102—1 5c
Brenda Marshall

“East of the River”
Powerful Film Fare

An action drama of life in
the New York slums is Warner
Bros.’ “East of the River,”
thrilling film starring John Gar-
field, Brenda Marshall, Marjorie
Rambeau, George Tobias and
William Lundigan, which opens
at the Strand Theatre next Fri-
day.

The fast-paced film tells the
story of Mama Raviola’s at-
tempts to raise two boys in the
hard-bitten lower East Side of
New York. One turns out a
hoodlum, the other an honorable
student. When they fall in love
with the same girl, it takes
Mama Raviola to straighten
thing's out.

Star Far From Home

Brenda Marshall has not re-
turned to her home on the Island
of Negros, Philippines, since she
left for school in Texas at the
age of 14. Her father operates
an enormous sugar cane planta-
tion. Her current film is War-
ners’ “Kast of the River,” open-
ing at the Strand on Friday.

More Publicity on Next Page —

John Garfield Sets Tempo
For Dramatic New Film

John Garfield, whose name is
synonymous with ‘tough,’ was
Marjorie
him,

shedding real tears.
Rambeau stormed at

JOHN GARFIELD

slapped him, kissed him, and
wept. Both players faced each
other trembling, intense, hon-
estly weeping.

This was on the set of Warney
Bros.’ “‘East of the River,”
which opens at the Strand Thea-
tre on Friday, as the picture
turned toward its close. Ram-
beau and Garfield are mother
and son, and sen is a crook.
Their meeting now, in a cheap
hotel bedroom, is the crux of the
story. :

They didn’t know how it began
or what happened. Simply, they
forgot everything else and were
swept up by the scene itself.
Both were shaken and weeping
tears long before it was over.

Director Green called “cut”
so softly he was scarcely heard.
Cast and crew broke into a chat-
ter of inconsequential talk re-
lieving the tension.

“IT want to say something,”
Marjorie Rambeau said. “And

Film’s Setting Not
New for John Garfield

Every scene in “East of the
River,” his new starring pic-
ture, will be intimately familiar
to John Garfield.

The chief action of the pic-
ture takes
place in Little
Italy, New
Y ork, lower
East Side.

“T lived there
for ten years
before Angelo
Patri rescued
me,” said Gar-
field. ‘Looking
at these sets
makes me a
little home-
sick.

“There’s a
banana wagon, just like the one
we used to steal fruit from. And
the clothes lines from tenement
windows. I see we’re going to
have lots of shots in an Italian
restaurant. I used to eat in one
just like it. Maybe I still owe
’em money.”

Garfield was sentimental and
reminiscent about his old home.
It is “home town” to him.

Mat 105—15c
John Garfield

Gambler in Films Only

John Garfield, who will win a
large blackjack pot in a scene in
“East of the River,’ will be
really acting when he does it.
He is known as the most atro-
cious poker player ever fleeced
on Broadway. The Warner film
opens on Friday at the Strand
Theatre.

I don’t know what I want to
say. It’s about this boy—John
Garfield. I’ve been on the stage
a long time, and on the screen
too and so of course I’ve played
some big scenes. But I didn’t
know it could happen in pictures
—like that. I never before knew
an actor who could make me
‘give’ like John Garfield.”

Cast of Strand
Film in Demand

A unique record in popularity
was set by members of the cast
of Warner Bros.’ “East of the
River,” starring John Garfield,
Brenda Marshall and Marjorie
Rambeau, which opens on Fri-
day at the Strand Theatre.

During _ production, every
member of the company, includ-
ing the director, was wanted at
once for another picture, was
sought by another studio, or
carried a double load by working
in two pictures at the same time.

George Raft insisted on hav-
ing Alfred E. Green direct his
forthcoming picture, “East of
Suez,” but “East of the River”
was considered too important to
release Green before completion.

Brenda Marshall was being
sought on a loan-out by Para-
mount, and may go there to star
with Bill Holden for a one-pic-
ture deal.

John Garfield is slated for
“The Fabulous Thirties” as soon
as he completes “East of the
River” and is also being paged
by Broadway again.

Bill Lundigan is doubling in
brass, appearing as John Gar-
field’s brother in “River” and
Olivia deHavilland’s in “Santa
Fe Trail.”

George Tobias, who made his
hit in “Torrid Zone,” is wanted
by every Warner director who
has a new picture coming up.

Film Dramatizes N. Y.
East Side Wedding

The bride arrived accom-
panied by three gangsters and
John Garfield with a gun in his
ribs.

Thus began the season’s most
elaborate wedding scene in Hol-
lywood. It took place on Tene-
ment Street at Warner Bros. in
the picture “East of the River,”
which opens on Friday at the
Strand, and it showed New
York’s lower East Side, Italian
sector, in matrimonial celebra-
tion, complete with flouncing
bridesmaids, ushers in uncom-
fortable collars, laundry wag-
ons, 200 dress extras, including
shrieking children, Marjorie
Rambeau in 40 yards of silk and
taffeta, 20 rattling pushcarts
and Brenda Marshall as_ the
beautiful but confused bride.

Two friendly Irish cops
strolled by, wishing the bride
luck and Garfield made a lunge.
He smacked a cop on the jaw,
a whale of a smack. The result
was the shrill of police whistles,
the double tattoo of night stick
on pavement, hysterical yells in
Italian, a shriek from the bride.

It was a beautiful wedding.
The bride looked wonderful, and
the mother-in-law, Marjorie
Rambeau, weeped copiously.

Old-Timer in New Film

Marjorie Rambeau, who
played Tugboat Annie as an
Irish woman in her recent War-
ner Bros. picture, is cast as an
Italian, Mama Ravioli, in ‘East
of the River.” It is her first
Italian character part in a quar-
ter of a century but she re-
quired no coaching.

PUBLICITY OPENING DAY e REVIEW e PERSONALITY STORIES

(Opening Day)

John Garfield in
Exciting Drama
At Strand Today

New York’s slums provide
the poignant setting for War-
ner Bros.’ new dramatic film
starring John Garfield, Brenda
Marshall and Marjorie Ram-
beau, “East of the River,” which
opens at the Strand Theatre
today.

Garfield plays Joie, the wast-
rel son of Mama Raviola, Italian
restauranteur — Marjorie Ram-
beau’s role. Mama’s adopted son,
Nickie, is played by William
Lundigan, Brenda Marshall is
Laurie, Garfield’s girl friend
with a shady past, and George
Tobias is Mama’s headwaiter.

The talented cast have impor-
tant, strong roles enhanced by a
Fred Niblo Jr. script, from an
original story by John Fante
and Ross Wills. Alfred E. Green,
young director who is rapidly
making himself heard from the
Hollywood scene, handled the
production.

The story is about Mama
Raviola’s attempts to raise her
boys through all the hardships
of life in a tough New York
neighborhood. Nickie turns out
wonderfully, graduating from
engineering school cum laude,
while Joie is released from San
Quentin after a three year term,
during which he was supposed
to have been a successful orange
grower in California.

With his hardened girl-friend,
Laurie, the prodigal son returns.
Mama accepts Laurie as Joie’s
fiancee, and a fine understanding
between the two women grows
to love. All is well until Joie
gets into another scrape, then
expects Laurie to run away with
him again. But she has changed,
and refuses.

Joie leaves alone, but when,
shortly, Laurie and Nickie fall
in Jove and announce their en-
gagement, Jolie returns to
threaten Laurie into coming
away with him. Mama hears of
this, goes to his room and lets
him have a wallop that sends
him sprawling across the floor
while she dénounces him.

The exciting climax comes
when Joie, remorseful, wanting
to square things, gets Laurie
and Nickie married while a
gangster mob is waiting to get

a
nm,

Young Actor On
Rise to Stardom

Bill Lundigan, who plays John
Garfield’s brother in Warners’
“Hast of the

! which
opens today at
the Strand,
and Olivia de
Havilland’s
fOUr O thse:riin
: ‘Sa nita He
: Trail,’ hopes
he doesn’t get

M. 104—15 ; :
at c ivia
socked Oli 1
William Lundigan and kissed

Garfield. The handsome young
player, has proven himself a
capable actor since his first
screen appearance in “Dodge
City,” is slated for a promising
career by Warners.

Star Recalls Lean Days

Brenda Marshal, who became
a New York working girl in
Warners’ “East of the River,”
which opens today at _ the
Strand, ruled against the script
which had her paying $10 a week
room rent. She never paid more
than five when she was strug-
gling along there, she insisted.
So five it is.

Mat 202—30c

WEDDING BELLS RING “EAST OF THE RIVER" for William Lundigan and
Brenda Marshall in this scene from Warners’ "East of the River," starring John
Garfield, which opens at the Strand on Friday.

Brenda Marshall’s New Role
Will Bring Her Film Fame

Brenda Marshall is playing a
“tough” girl for the first time
in her screen career. Like Ida
Lupino when she heard about
that role in “The Light That
Failed,” Brenda raised her voice
and demanded to be cast in War-

BRENDA MARSHALL

ner Bros.’ “East of the River,”
which opens at the Strand Thea-
tre today.

There are, as she knows, two
sure-fire ways for a young play-

er to win quick acclaim. First
is the always reliable dying act.
The second way is to play tough.

It took pictures like “Of Hum-
an Bondage,” “Marked Woman”
and “Jezebel” to make Bette
Davis a star. Barbara Stanwyck,
now in Frank Capra’s ‘Meet
John Doe,” struck her pace when
she suffered in ‘Stella Dallas.”
Hard-bitten, suffering roles, also
made stars of Merle Oberon,
Katherine Hepburn, Helen
Hayes and Ruth Chatterton.
Hollywood oracles are now
prophesying Brenda Marshall’s
name being added to this list.

Brenda’s films have been four.
She. was the beautiful spy in
“Espionage Agent,” the pretty
girl in “Money and the Woman,”
a lovely secretary in ‘The Man
Who Talked Too Much” and
Errol Flynn’s luscious reward in
“The Sea Hawk.” These pictures
proved she was beautiful and
could act. But her best chance
comes in “East of the River.”

Her opening scene shows her
waiting outside prison walls for
the release of her boy friend,
John Garfield. She has managed
during his three year absence by
means not condoned as strictly
ethical. One of these was kiting
checks in Reno. She is wanted
for forgery.

Brenda feels confident, be-
cause she knows full well that
the way to get along in Holly-
wood is to be tough.

Directs Strand Film

Alfred Green, who directed
pictures in Chicago during the
wild and joyful days of the
Essanay boys, handled Warner
Bros.’ ‘‘East of the River” with
John Garfield, Brenda Marshall,
Marjorie Rambeau, George To-
bias and Bill Lundigan, which
opens at the Strand today.
It is a serious picture, requir-
ing hard and concentrated work.
Green is soft-spoken, quiet on
the set.

He has always been admired
by his co-workers for the quiet
thoroughness with which he
tackles a motion picture produc-
tion. It is probably his fine ap-
preciation for art, for which he
is known in Hollywood, that is
responsible for the distinct per-
sonality he injects into his as-
signments.

From the series of George
Arliss pictures he directed —
“The Green Goddess,” “Old Eng-
lish” and ‘“Disraeli”—to his re-
cent “Flowing Gold,” this poig-
nant quality has shown through.

John Garfield in
New Action Role

John Garfield, the tough guy
who never winced when slapped
around by the hardest-fisted
screen muggs in Hollywood, was
knocked clean off his feet when
Marjorie Rambeau swung at
him in Warner Bros.’ “East of
the River,” which opens today
at the Strand.

Alfred Green, directing, want-
ed to fake the slap. He said it
would photograph better, that
sound could be dubbed in later.
Garfield objected. The real thing
was necessary, he insisted.

Miss Rambeau_ sided with
Green, remembering the time
years ago when she fetched up
such a hefty stage slap that she
scattered an actor’s false teeth
into the third row seats.

“T can take it,” said Garfield.

He took it—smack on the left
jaw. Caught off balance, he fell,
sprawled on a bed, picked him-
self up rubbing a smarting face.

“Lady,” he grinned, “that’s
the hardest lick I ever took. Next
time we’ll fake it.”

(Review)

Wrong Side of Tracks Is
Background for Gripping
New Film at the Strand

The drama of life on the
wrong side of New York Town
is tellingly depicted in Warner
Bros.’ moving “East of the
River,” starring John Garfield,
Brenda Marshall and Marjorie
Rambeau, which opened at the
Strand Theatre last night.

Fast moving and exciting, the
story is woven around colorful
characters of New York’s tene-
ment jungle which have been
artfully cast with capable, well-
suited players.

John Garfield, who himself
hails from the same setting used
in “Fast of the River,” plays his
role with sincerity. Brenda Mar-
shall, lovely looking screen new-
comer, proves her fine talent in
a role different than any of the
several in which she has already
won praise. Veteran stage and
screen star Marjorie Rambeau
does a fine job as the Italian
Mother. George Tobias turns in
another comedy performance
that is quickly bringing him to
the attention of moviegoers. And
William Lundigan is capable as
Garfield’s adopted brother.

These characters are thrown
together in the story of Mama
Raviola, big-hearted, voluble and
Italian, whose restaurant is a
center of Little Italy’s life. It’s
no easy job for her to raise her

adopts, Nickie, in the tough
neighborhood. Nickie overcomes
obstacles and graduates from
an engineering school cum laude,
while Joie spends a few years
at San Quentin.

With his hardened girl friend,
Laurie, Joie returns for Nickie’s
graduation. Mama takes Laurie
to her heart, accepting her as
Joie’s fiancee. But soon the wast-
rel is in another scrape and has
to skip town. This time Laurie
refuses to join him, claims she’s
through with that sort of life.
After Joie has left, the girl and
Nickie fall in love. But at the
engagement party, Joie shows
up again, threatening to expose
her past to Mama and Nickie if
she doesn’t go away with him
again.

Mama gets in on the set-up
and takes things in her own
hands, disowning Joie while she
slaps him around the room. The
boy is remorseful and deter-
mines to square things—a diffi-
cult accomplishment while a mob
of gangsters are holding Laurie
and are out to get him. But he
holds them off till Nickie and
Laurie are safely married.

The well-timed drama was
written by Fred Niblo Jr. from
a John Fante and Ross. Wills
original story. Alfred E. Green

Highlight of Strand Film

George Tobias plays the hun-
gry headwaiter in “East of the
River,” the Warner Bros. film
starring John Garfield, Brenda
Marshall and Marjorie Ram-
beau, which opens at the Strand
Theatre today.

In “Torrid
Zone” he was
a bandit, and
hungry. In
“They Drive
by Night” he
was a Greek.
In “Saturday’s
Children” he
was a New
York goof. In
“River’s End”
he was a Can-
uck. In ‘“Call-
ing All Hus-
bands”’ he was
a bum. In all of these pictures,
he’s been hungry.

Tobias is always hungry — on

Mat 101—15c

George Tobias

screen and off. He’s known to
have the largest appetite in Hol-
lywood. So when he first walked
on the “East of the River” set
his nose went up and his hands
twitched, for the fragrance of
ravioli and roast beef, gravy,
apple pie and hot rolls, pervaded
Stage 22.

He went into the scene, began
slapping heaping gobs of pota-
toes on plates. He sliced great
hunks of rosta bif.

“Hey, this is a restaurant,”
yelled Director Al Green. “That
isn’t for you.”

George looked doleful, sur-
reptitiously popped a bite of
beef into his mouth.

The scene required a full day’s
shooting. George tended the gas
stove, heaped the plates, dealt
in gravies and potatoes, sauces
and pies. He acted with enor-
mous gusto, but he looked very
sad between scenes.

Marjorie Rambeau Seen
In Exciting Strand Film

Marjorie Rambeau, who re-
created Tughboat Annie for War-
ner Bros., has been starred in
Warners’ ‘‘East of the River”
with John Garfield and Brenda
Marshall, which opens at the
Strand Theatre today.

Miss Rambeau recently turned
down an offer
to return to
Broadway in
a revival of
USt Salk.
hea padoa ssa§
Broadway
play. She said
she was flat-
tered, said she
loved the stag‘e
—but thought
she liked Hol-
lywood better.

Lets. yey
pays to go
back,” said Miss Rambeau. I
had eighteen years of Broadway,
in the days when New York
really was New York. It would-
n’t be the same now—and I

Mat 107—15c

Marjorie Rambeau

wouldn’t be the same, either,”
the actress said.

“T don’t think much of one
farewell appearance after an-
other. So — I had my day on
Broadway and it was wonderful
and everybody was grand to me.
Let some of the younger ones
have their day now.”

Another reason for Miss Ram-
beau’s enthusiasm for Holly-
wood is her new part in “East
of the River.” She plays Mama
Raviola, which was the original
name of the play, and the part
is vastly to her liking. It is a
full-blown character role, a
throuoghly American - Italian
mother, accent and all, who has
considerable trouble rearing
two boys. The boys are John
Garfield and William Lundigan.

With “Tugboat Annie Sails
Again” already marked as a hit
before release date, it looks as
though Marjorie Rambeau will
have plenty to occupy her in
Hollywood, whether she yearns
for Broadway or not.

EXPLOIT

USE AD COPY FOR
TEASER CARDS

Use these blurbs from the ads to make
teaser cards. Spot them in key points
around town and you have a sure-fire
attention getter. They'll catch the eye
and sell the title. You can adapt this

idea for a teaser giveaway too. Copy:

They come tough and reckless EAST OF
THE RIVER

They come lovely and dangerous EAST
OF THE RIVER

They come grand and wise EAST OF
THE RIVER

They come big and thrilling EAST OF
THE RIVER

4

LOCAL COP MAKES
FEATURE STORY

Find some local policeman who, from
patroling a foreign section beat, has
learned the language of that locality. It
will make good material for your paper,
and tied up right, swell publicity for

your showing of the picture.

4

Spot Radio Flash
Over Local Station

Hidden in the shadow of the tower-
ing skyscrapers lies the strange,
jungle-like part of New York that's
EAST OF THE RIVER ... It’s a
brawling ... seething ... melting
pot of action that strangers don't
see ... but it’s the real New York.
A million people packed into a
square mile of twisting streets and
dim lit hallways. It’s the big town’s
district of darkness . . . where ro-
mance flourishes in the shadows
and adventure lurks behind every
door. Out of the dark clouds that
conceal that past steps a ruthless
but fascinating figure .. . his
strange quest for vengeance lead-
ing him back to an appointment
with destiny. This week the Strand
presents EAST OF THE RIVER...
starring John Garfield in the most
unusual role of his career... with
Brenda Marshall and Marjorie
Rambeau. It’s a drama packed
story of New York’s other side of
the tracks.

ATION TEASER CARDS e GARFIELD CONTEST e RADIO PLUG:

Garfield Lobby Quis
On Past Hits
Pree TICKETS TO SEE

| JOHN GARFIELD tarest nit,

"EAST OF THE RIVER"
IFYOU CAN IDENTIFY HIS PAST ROLES

~~
STI a STILL

Ty $c90
a) ie

git

DROP ANSWERS IN BOX smmmump

Post these stills of John Garfield taken
from pictures he has appeared in pre-
viously on a board in your lobby or in
front of your theatre. Patrons are asked
to identify the picture from which each
of the stills is taken, and tell what type
role John Garfield played in that film.
To a certain number each day you can
award free tickets. You might station
this display in some empty store or key
spot around town and have the contest-
ants drop their answers at your box

office or in a special box spotted with

the board.

Four Daughters ...............- BM 341
Blackwell’s Island ............. JG 23
They Made Me A Criminal....... JG 70
Castle On The Hudson.......... TY 59
Saturday’s Children ............ SC 90
Blowing, Goldivi.. s)he oo ss es FG 64

Order EAST OF THE RIVER Contest
Stills from Campaign Plan Editor, War-
ner Bros., 321 West 44th Street, New
York City. Set of six for 50c.

Use Contest Stills for
6-Day Street Quiz

These same stills give you the lead for a
novel street bally-contest gag that can
be used alone or in conjunction with
the lobby display idea described above.
Each day, for six days, one of your at-
tendants costumed as John Garfield in
his different roles covers the town. On
the first day he would be dressed as
Mickey Borden the piano playing hero
of Four Daughters, on the second as
another character portrayed by Garfield
in another picture, and so on with a dif-
ferent character for each day. Public
would name the picture and role for
each costume. Five people naming the
character correctly each day would re-
ceive free tickets to your showing. The
characters and costumes can be seen on

the stills selected above.

FIND TOWN’S MOST
POPULAR WAITER

Elect the most popular waiter in your
town. Patterning your search after the
character portrayed by George Tobias
in the picture find the local best liked
waiter. Spot a ballot box in each of the
restaurants around town with a card car-
rying information about the contest and
a plug for your show. Get local merchant
to sponsor a cup or award to be pre-
sented to the winner. See that it gets

widespread publicity around town.

WwW

USHER AS GUIDE
COVERS TOWN

One of your attendants covers the town
wearing a large card in his hat reading
““GUIDE to EAST OF THE RIVER.” He
hands out ecards carrying your theatre
plug on one side and directions to the

theatre on the other.

£

Tie-Up Stills for
Local Stores

Plant these tie-up stills with your
local dealers for window and coun-
ter displays.

BRENDA MARSHALL:

Street Dress ............ BM 392
Hab. circa oraren tence BM 379
Fur Jacket .............. BM 427
BAB os osiccs in tees BM 445
Sweater .................. BM 370
Sports Jacket .......... BM 346

PIPe ;.:.. .secsuseseasenees JG 26
Trenchcoat ....0./..0.02 JG 213
Eyeglasses ................ JG 191
Sports Jacket ............ JG 183
Necktie ..............00..55 JG 5
Jewellty 3.5. athe: JG 202

Order EAST OF THE RIVER tie-up
stills from, Campaign Plan Editor,
Warner Bros., 321 West 44th St.,
N. Y. C. Set of twelve for $1.00.

EXPLOITATION PICTURE TITLE QUIZ e ITALIAN GROUP IDEAS e GARFIELD TIE-UP

NEWSPAPER QUIZ
PLUGS TITLE

Plant this five-day title selling contest in
your local paper and spot the answers

in the classified section.

1. What newspaper editor made the remark, “Go
West, young man, go West”? (Horace Greely)

2. Who was the British poet known for this quota-
tion, “East is East and West is West and never
the twain shall meet”? (Rudyard Kipling)

3. What recent song about the Border had the word
South in its title? (South Of The Border)

4. What was the complete title of this popular song,
—Of The Sun,—-Of The Moon? (East Of The
Sun, West Of The Moon)

5. What recent best seller by Kenneth Roberts was
made into a picture? (Northwest Passage)

6. Who was the singing star of East Side Of Heaven?
(Bing Crosby)

7. Who was the greatest of the explorers to sail

West? (Columbus)

8. What modern explorer is now at the South Pole?

(Admiral Byrd)

9. What famous song begins with the words, “East
Side West Side”? (Sidewalks Of New York)

10. Which Warner Bros. picture coming to the
Strand Theatre stars John Garfield and Brenda
Marshall? (EAST OF THE RIVER)

WwW

SPOT THIS ARROW
AROUND TOWN

(9
—

EAST. AWE

Spot this arrow around town on lamp-

posts, vacant stores and fences pointing

the direction to your theatre.

vW

ONE-SHOT CONTEST
SELLS STARS

Plant this star quiz in your local paper
or on the reverse side of your theatre
herald. Award Annie Oakleys to those
sending in the right answers.

1. What recent sereen role as Ginger Roger’s mother
in the film version of a Broadway hit brought
Marjorie Rambeau new laurels? (Primrose

Path)

2. Who was the Sea Hawk’s girl friend? (Brenda
Marshall)

3. Name another picture in which she appeared.
(Man Who Talked Too Much, or Money And
The Woman)

4. In what picture did John Garfield first appear?
(Four Daughters)

- Name two others. (Flowing Gold, Blackwell’s
Island, Castle On The Hudson, They Made Me
A Criminal, Saturday’s Children)

ul

6. What Broadway success by Clifford Odets
brought John Garfield his screen contract?
(Golden Boy)

7. Where was he born? (New York City)
8. Did he ever play the part of a Mexican? (Yes)
S. In what picture? (Juarez)

10. In his latest starring film are also Brenda Mar-
shall and Marjorie Rambeau. What is its name?
(EAST OF THE RIVER)

10

Gartield Still for
RCA Dealer Tie-Up

Still J.G. Pub. Al9
shows John Garfield
with one of the new
R.C.A. Victor per-
sonal portable ra-
dios. It’s your cue
for a tie-up with
local RCA dealer.

Ww

BLOW UP AD FOR
FLASHER DISPLAY

Blow-up ad mat 208 for lobby display.
Copy in exclamation points is cut out
and mounted on transparent paper back-

ground. Flashers in back light display.

WwW

TOUGH GUY CANDID
CAMERA CONTEST

Candid camera quest for the toughest
looking kid in your locality. Patrons
send in shots of their candidates for the
toughest looking moppet in town. Pix

are posted in lobby. Prizes to winners.

FILM TITLE CUES
LOBBY CONTEST

Use title as key and run a contest with
patrons submitting lists of expressions
and names along the same lines. For
example: South Of The Border, West Of
The Pecos, ete. Patrons who drop long-
est list in box spotted in lobby or some
key spot around town win free tickets to

your showing of the picture.

wW

CONTESTANTS TELL
TALL TALES

Tough tall story contest has a novel
twist that corners interest and sells your
picture. Entrees submit tough tall
stories about themselves with the best
tales winning free tickets to your show-
ing. Choice of the lot will make good

feature for your newspaper.
vW

MARRIED COUPLES
SEND IN PIX

Take a tip from ad mat 202 showing
Brenda Marshall and William Lundigan
in wedding scene, and invite recently
wed localites to send in similar pix.
Most attractive couple is awarded prize
promoted from local merchant. Idea is
good for woman’s page feature or inter-

esting lobby display.

Sell Local Italian Groups
With These Lead Stunts

Contact Italian groups in town. Let them know that a leading character in
the picture is a typical Italian mother. Have them elect the most typical
mother of their race in the locality. Get newspaper mention.

Cueing from the film’s important character of Mama Ravioli find some
Italian woman in your locality who has distinguished herself as a lovable per-

sonality. Promote a human interest story about her in your local paper.

Run a contest on your women’s page for the best ravioli recipe. Judges are
well known hotel men and restaurant men of the locality, one of whom fea-
tures winning recipe on his menu with picture plug. Winner rates a couple

of free tickets for the picture.

Tie in with the restaurants in your locality and get them to feature ravioli

on their menu, with an appropriate plug for your picture, during the run of

the show at your theatre.

A ravioli eating contest is bound to go over if handled right. Run it as
straight contest, gags will take care of themselves. Play it up big. Get some
local restaurant to sponsor it and let the newspapers know.

ACCESSORIES HERALD e PHOTOCHROME DISPLAY e SLIDE e LOBBY ITEMS

9xI2 Litho
HERALD

We know you'll want to use this show-seller for pack-
age inserts, street giveaways and direct mail. Entire
reverse side free for co-op imprint. Priced just right
for quantity orders.

sep 20 per M for $2.50 per M for

5M and over less than 5M

PHOTOCHROME DISPLAY

New Warner Bros. lobby ac-
cessory combines photo en-
largement with color. Displays
are transparent and effective
for shadow boxes.

Rental: 75¢ each

SLIDE..........Price: 15¢

Flash this slide from your screen.

11 x 14, 8x 10 JOHN GARFIELD
FOTOS NOT ILLUSTRATED

11"xl4" autographed color glos star portrait for

each; 10 to 24—30c each; | to 9—35c each. Also
available in 8"xl0" size at 15c each.

8"'xl0"' signed fan foto. Showmen know the exploit-
ation value of these! Priced: 1,000 to 2,000—$4.40
per M. Lower prices for larger quantities.

MARIORIE

COLORED
lobbies and giveaways. Priced: 25 and over—20c 11x 14’s

Set of Eight
Rental: 35 ¢

INSERT
CARD
Rental:

12¢ each

ACCESSORIES rosters « winoow carps

tity Prices Below)

94-SHEET (See Qn*

SPECIAL
QUANTITY PRICES

24-SHEETS

each
each
each
each

each
each
each

each
each

ONE-SHEETS
to 99525355. each

and over - each

<—_—_——-

THREE
SHEET
Rental:
24¢ each

SIX*SHEET... .. /..0 .2, 2 Kemal 40¢ cach

2 WINDOW CARDS

: Prices:
JOHN

F AR Fl F il REGULAR CARD

BRENDA 100 and over .....54%c each
MARSHALL 50 to 99...........6e each

MARJORIE to 4930 OS, Fi ee eek
RAMBEAL MIDGET CARD

4c each

ONE-SHEET .. Rental: 8 ¢ MIDGET CARD REGULAR CARD

PRINTED IN U.S.A.

Scanned from the United Artists collection at the
Wisconsin Center for Film and Theater Research,
with support from Matthew and Natalie Bernstein.

for Film and Theater Research

http://wcftr.commarts.wisc.edu

MEDIA
HISTORY

DIGITAL LIBRARY

www.mediahistoryproject.org